But it’s not the same as it once was. More and more of our time is spent interacting with our favorite teams online. Sure, stadium atmospheres are sacred (and not yet tourist’ified unlike some cultures), but even still, the way sports fans in Portugal and Brazil interact with their teams is almost entirely digital.

Brazilian football fans and social interaction

For Brazilian football fans, supporting a club has always been about community. It’s needed in a country of continental proportions - supporters of Flamengo that live thousands of kilometers away from one another have a common point of interest. It’s the lubricant for making new friends.

But a lot of this communication is of course done online, and Brazilian clubs are increasingly investing in digital engagement to keep these distant sócios (members) involved.

It started off as consuming news, but fans are now participating in all manner of ways - some of which have even been gamified. This might be predicting scores or participating in second screen experiences during matches - and some of it is provided by official club apps, because they know the return on improving fan engagement.

The digital ecosystem is an equalizer for off-axis supporters who previously lacked a direct line to club culture. If we consider how big the Brazilian diaspora is in US for example, these 2 million people will be yearning for engagement with their Brazilian clubs.

Building stronger fan communities

Specialized platforms are what’s making these fan communities more interactive and organized. In both Portugal and Brazil, traditional forums (which have been around since the early days of the internet) have been replaced by digital hubs. So what does this mean?

Clubs like FC Porto and Benfica in Portugal, and Palmeiras or Corinthians in Brazil, are using these spaces to provide exclusive behind-the-scenes content and direct lines of communication with athletes, a bit like a podcaster with a Patreon.

It creates a stronger sense of membership and belonging that was previously impossible. In fact, fans used to be viewed as consumers by teams (even season ticket holders) before this transition to community member, who can be monetized in much more dynamic ways. Ticket sales are becoming a smaller percentage of club revenue.

Fan tokens is tool for participation

Fan tokens have changed what’s possible as they now total over $200 million in market value due to early adopters like FC Porto and Santos. By holding fan tokens, supporters gain the right to vote on minor yet symbolic club decisions, be it the design of a team bus, the music played after a goal, or even the inspirational message written in the locker room.

It’s actually beyond membership - it’s ownership. Like a shareholder in a company (though not technically true), fans are stakeholders who are involved in governance. Besides a stadium tour and club suite, there were previously few ways to really get involved in your favorite team. Today, it’s a portal for exclusive content, rewards, and two-way engagement, not one-way news feeds.